Google\u2019s reach may extend across the world, but for some local searches, users need a trusted solution in their own neighborhood (and quickly)!<\/p>\n
Local service advertisers want to convert these searchers into leads fast, as with most local service inquiries, time is of the essence. Luckily, Google\u2019s Local Services Ads (via Performance Max campaigns using a pay per lead goal) can come to the rescue.<\/p>\n
They allow local service advertisers to shine on the SERP with a unique ad type that shows service offering options, ratings, and searchers can take action directly on the ad without having to click off\u2014making lead generation a breeze. In this article, we\u2019re covering everything you need to know about Local Services Ads (LSAs) to make the most of them for your business.<\/p>\n
Contents<\/h3>\nWhat are Google Local Services Ads?<\/h2>\n
Google Local Services Ads<\/a> are a special type of PMax campaign ad<\/a> that allows service-based businesses to run ads meant to generate leads directly on the search results page. Rather than linking to a landing page like traditional Google Ads, LSAs are meant to drive calls, form fills, messages, or appointment bookings directly from the ad. Specific industries such as locksmiths, plumbers, garage door professionals, electricians, lawyers, real estate agents, and many more can take advantage of this Google Ads type.<\/p>\n When a searcher enters a local search query, they may see several trusted professionals in their area positioned right above the traditional paid search ads; these ads show a business number, hours, ratings, and reviews.<\/p>\n For example, an LSA might look like this:<\/p>\n Upon clicking on a local advertiser\u2019s listing, Google prompts them to confirm the job they\u2019re looking for as well as their service area. If you fit the job and serve that area, you\u2019ll be matched to the searcher, and they\u2019ll be able to review your qualifications, ratings, and Google reviews before contacting you.<\/p>\n If you\u2019re not<\/em> a good fit for their job or you don\u2019t serve their region, then Google will save you the costs and burdens and will connect them to a more appropriate Local Services Ad.<\/p>\n \ud83d\udea8 <\/span><\/span>Are you making the most of Google Ads?<\/strong> Find out using our free Google Ads Grader<\/a> tool!<\/p>\n Local Services Ads are a dream come true for some industries. Today, Google fully supports Local Services Ads all across the United States for more than 80 industries<\/a>, including:<\/p>\n Still wondering if Google Local Services Ads are right for your business? Let\u2019s review some of the benefits of this specific ad type.<\/p>\n PPC advertisers know the pain of paying for a click that isn\u2019t a good fit or doesn\u2019t convert\u2014especially for businesses with high average costs per click, like attorneys and dentists. Google\u2019s Local Services Ads help connect the right job to the right advertiser and prevent the job mismatch that often happens when a user searches for broad terms for a very specific job or for an area outside your service zone.<\/p>\n Businesses running Local Services Ads are only charged for valid leads<\/a>, and depending on the job and the market, these can end up being even lower than the average cost per lead for search ads in your industry. If you receive a lead that is either fraudulent, spam, or a poor match, you can even dispute the charge for credit.<\/p>\n Plus,\u00a0the Google Local Services Ads average cost per lead is about $60\u2014which is significantly lower than the search ad benchmark average cost per lead<\/a> of $66.69.<\/p>\n \ud83d\udca1<\/span><\/span>Find out how your search costs can compare to your current LSA costs<\/strong> using our latest search ads industry benchmarks<\/a>!<\/p>\n When eligible, the Google Verified badge will automatically appear on your LSAs, adding an extra dose of credibility. Before October 20, 2025, LSAs used to have multiple different badges (like the Google Guarantee) depending on their industry and level of verification<\/a>. However, that has since changed, and all LSAs now have the Google Verified badge<\/a> instead.<\/p>\n This Google Verified badge is meant to provide a more consolidated, cohesive, and transparent LSA experience for both users and advertisers.<\/p>\n You\u2019ll notice that Google Local Services Ads sit above the paid search ads and the organic listings.<\/p>\n That\u2019s because Google Local Services Ads aren\u2019t meant to replace your traditional search ads or even your organic local listings.<\/p>\n Some searchers still turn to Google and expect to visit your website before deciding if you\u2019re the best provider for their business. Even if they don\u2019t convert via LSAs, their prime position on the SERP and user reviews may change how people convert later on.<\/p>\n LSAs have moved directly into Google Ads under Performance Max campaigns<\/a> with a new pay-per-lead goal. That means you can run LSAs without having to leave Google Ads (as they were previously in a separate dashboard). Most advertisers are already taking advantage of the fully-automated PMax campaign type<\/a>. So now, you can work with LSAs using PMax campaigns (when assigned a pay-per-lead goal), which is a campaign type<\/a> you might be already comfortable and familiar with.<\/p>\n Ready to try out Google LSAs? Here\u2019s how to get started.<\/p>\n Google\u2019s Local Services Ads are only available for certain industries (which we outlined earlier). To find out if you can connect with your customers through Local Services Ads, first confirm your business type and location here<\/a>.<\/p>\n If you\u2019re eligible, you\u2019ll be guided through creating an account to manage your Local Services Ads. Local Services Ads are managed separately from the ads you create in Google Ads, so you\u2019ll need to create a new account.<\/p>\n To run LSAs, you\u2019ll need a\u00a0Google Business Profile account<\/a>\u00a0and link it to your Google Ads account.\u00a0Your Local Services Ads business profile will determine which jobs are matched to your business. Be honest about what kind of services you can perform as well as which areas you want leads in, as you\u2019re agreeing to potentially pay for any match leads from your Local Services Ads.<\/p>\n From your business profile, you can edit:<\/p>\n If you\u2019re a licensed and insured professional, you\u2019ll need to submit proof. Be sure your paperwork is up to date, and then provide your general liability insurance details as well as your related professional licenses.<\/p>\n If your city or state requires additional licenses, you can add them here as well to ensure you\u2019re compliant in those regions.<\/p>\n Before Google starts sending people into its users\u2019 homes, offices, and cars, it wants to be sure its users are safe and can always trust the Local Services Advertisers covered under the Google Verified badge. For this reason, Google requires businesses and their fieldworkers to pass a background check<\/a>.<\/p>\n There is no cost for these background checks, and you can manage them here<\/a>.<\/p>\n![\"google](\"https:\/\/localiq.com\/wp-content\/uploads\/2024\/07\/google-local-services-ad-verified-badge-ad-example-png-e1760120783229.webp\"){kind=icon}
<\/p>\nLocal Services Ads industries<\/h2>\n
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Benefits of Google Local Services Ads<\/h2>\n
Advertisers pay per lead\u2013not click!<\/h3>\n
![\"google](\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2026\/05\/Average-CPL-871x1024.webp\")
<\/p>\nGain trust with the Google Verified badge<\/h3>\n
![\"google](\"https:\/\/localiq.com\/wp-content\/uploads\/2024\/07\/google-local-service-ads-google-verified-badge.webp\"){kind=icon}
<\/p>\n![\"google](\"https:\/\/localiq.com\/wp-content\/uploads\/2024\/07\/google-verified-badge-example-png.webp\"){kind=icon}
<\/p>\nExpand the reach of your paid search ads<\/h3>\n
![\"google](\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2023\/08\/google-local-services-ads-on-serp.jpg\")
<\/p>\nEasy management with PMax<\/h3>\n
How to get started with Google Local Services Ads<\/h2>\n
1. Confirm your eligibility<\/h3>\n
2. Create your business profile<\/h3>\n
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![\"business-profile-example\"](\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2021\/07\/business-profile-example.png\")
<\/div>\n3. Add your license and insurance details<\/h3>\n
4. Complete a background check<\/h3>\n
5. Manage your leads<\/h3>\n
![\"Reputation](\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2025\/09\/900x800-1-1.webp\")
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